Brand - Coca Cola. Promotion - Will your minute win it? for the premier league in the UK.
Analysis of the campaign - Your analysis should clearly demonstrate that you understand the core ideas
covered in the lectures and seminars, but don’t simply write an essay on Promotional Marketing. You should be
aiming for an analysis that offers an interesting and insightful commentary on your chosen campaign. You
should try to avoid saying rather obvious things about the campaign dressed up in marketing jargon. Rather,
you should use the concepts and ideas from the whole module (and other modules such as Buyer Behaviour)
to draw out and explore the elements of the campaign. Do not just produce a long description of the campaign
without any analysis.
For instance, you may ask yourself:
· What are the objectives of the campaign – are they tactical or strategic?
· Is there an experiential element?
· What is the particular journey to purchase for this product?
Who is this promotion targeting?
· What touch points have been exploited and why?
· Which of the other concepts and ideas from the module (particularly Shopper Marketing) are relevant to this
campaign
· How will the shopper react - what is the behaviour change or action required?
· What is the consumer behaviour theory evident behind the promotion?
· How will this campaign be evaluated?
Accessibility of the campaign, Clarity, Impact, Relevance and Risk/Confidence, Value of reward.
Analysis of the context - Briefly discuss the business context in which the campaign exists, but only in so far as
it materially affects the nature and structure of the campaign.
· What is happening in this market?
· What are the competitors doing?
· Are there seasonal reasons for the campaign?
Sample Solution